Brands invest in cinema ads around Sex and the City 2 showings

Brands including Diet Coke, Cadbury, Kellogg and Max Factor are investing in cinema advertising around new release Sex and the City 2.

The popularity of the Sex and the City franchise has attracted several brands to cinema advertising for the first time.

Lastminute.com is taking its “Good stuff” creative to the big screen for the first time, while Dulux is making its cinema debut with an adaptation of the brand’s “Let’s colour” activity to fit with the Sex and the City 2 theme.

Kellogg’s Special K has booked the 60-second Silver Spot and is boosting its spend on cinema during this year’s instalment of the franchise, compared with the debut film. Cadbury’s Dairy Milk will air the next episode of its Glass Half Full Productions and TfL will target women in London, promoting “safer travel at night”.

Other brands advertising around the movie include VisitScotland, Reebok and Magnum.

Advertising slots for the first week of the film have been booked faster than for the first movie, according to cinema sales house DCM. It says the featured brands will use the film to engage with a “highly receptive, affluent female audience”.

DCM head of marketing Fleur Castell says: “The speed of uptake of advertising spots and the number of brands embracing cinema for the first time proves the confidence advertisers have in cinema’s power to connect with audiences.”

The second spin-off film from the TV series opens on 28 May and the sequel is expected to top the £26.4m the first film took at the box office.

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